Marketing ranunga - ko reira ... te ariā hokohoko, tikanga o te whakatairanga hoko

Marketing ranunga - he huinga motuhake o taputapu e taea marketers ki te whakatutuki i te whāinga matua: ki te makona nga hiahia o kiritaki me hoko hua. Mā te whakamahi i enei taputapu, hangaia te tono kei te ka whakahaere te whanonga o te kiritaki.

Ko te whāinga ariā me te hokohoko

hoko i te ariā puta i roto i te hawhe tuarua o te rau tau 19, ka, i roto i te whakautu ki te overproduction reira ko he hiahia ki te kitea taputapu hou mō te spurring hoko o ngā hua. tautuhi ana te ariā hou te rite te mahi motuhake e hāngai ana te whakanui ake i hua te kamupene o. I teie mahana, i reira e te iti rawa i te mano whakamāramatanga rerekē. I roto i te whānui, i raro i te hokohoko ko te tukanga e hāngai ana i te ako o te mākete me te hanganga o te porohita o kiritaki taonga.

Ko te whāinga matua o te hokohoko - ko ki te whakatau i te hiahia o te kiritaki. Hoki tenei ako te mākete, takoto hua hangaia e tona utu, me te whakatairanga whakaritea. rapu Marketing ki whakapumautia kōrero whai hua i waenganui i kaihanga me te kaihoko o te taonga i roto i te tikanga ki te whakanui kohi. I tua atu, anga reira te ako hōhonu ūnga o te āhuatanga mākete me te ako hiahia kiritaki me ngā āhuatanga o tona whanonga. E whai ana ki te whakapiki ake i te utu o te kaihoko o taonga, ki te kawe i te reira ki te anō-hoko. Te whakapai ake i te kounga o te ora o kiritaki, whakawhänui i te whānuitanga hua ki te whakatau pai i nga hiahia o te taupori - ko reira ano hoki te mahi hokohoko. I e tautuhia te pūtake o enei whāinga mahi hokohoko: marketing, tātari, te whakanao kai, kōrero, whakahaere, me te mātakitaki.

Ko te ariā o te ranunga hokohoko

I roto i te 1953, i whakamahia tuatahi te hokohoko US te wā "ranunga marketing", i mohio Neil Borden te huinga motuhake o taputapu ki te whakatutuki i te hua hokohoko e hiahiatia ana. muri haamaramarama McCarthy tenei ariā me whakawhanakehia te ariā o 4Ps Marketing , riro nei kua faaauhia te te ariā o "ranunga marketing". ngā te reira i āhuatanga pērā i hua, utu, wahi, whakatairanga. kitea ia e wha āhuatanga taketake, kahore nei e kore e taea ki te whakarite i te mahi hokohoko o te hinonga, i reira e i roto i te ahua o te hanga i tetahi me he ao.

I roto i te whānui, i te ranunga hokohoko - he matatini o mehua me taputapu e tukua te kamupene ki te whakaawe i te tono mō te taonga me ngā ratonga hangaia.

hua

Ko te huānga tuatahi ko te hua hokohoko-ranunga (ranei hua). Ko te tīmatanga o ngā mahi hokohoko tenei, a raro tikanga reira he tetahi tūemi ratonga ranei e kua he uara etahi mo te kiritaki. Ko tonu te hua i roto i te wā hoahoa ko reira e tika ana ki te takoto i te mau huru me ngā āhuatanga e ka waiho i roto i te tono i roto i kiritaki. Hoki te whakatinanatanga angitu o te marketer e hiahia ana koe i te pai te māramatanga o te hua, e te mea e taea ki te whakatau i te hiahia, he aha e nga painga me ngā ngoikoretanga o te hua ia. kia tapae ano e koe he aha te hua ka taea e whakapai ake ake i ona hoko i runga i e hamama taea e ia tono. Hei whakanui i hoko hiahia koe ki te tango i te tiaki o te tākai o taonga, tona piira me te informativeness o te rēhita waitohu mo te tāutu tere o te hua i te kiritaki. Hoki te hanganga o te kiritaki mateakí ki te hua e te mea pai ki te whakarato taurangi me ratonga atu ki te kiritaki.

utu

marketing ranunga matatini ngā tautuhinga utu. Ko te taahiraa faufaa roa e pā te angitu kore ranei o te hua i runga i te mākete tenei. e kore e waiho te utu iti rawa ranei te faahapa rahi overstated, mai te mea te reira e taea ki te whakawehi atu kaihoko. Ahakoa te noho noa kitea o te pai maximization i te utu o te utu tiketike, kia kia tino tupato ki te whakaturia te tiketike he utu iti ranei, mai i te mea he ahua kaha o te hua, me te tauwehe kaiwhakanao. Price whai ki kia whakataetae, te mana hoko tika o kiritaki me te rautaki whiriwhiri. Ka taea e Utu e he taputapu ki te whakatairanga rautaki pērā i kătahi mākete "skimming kirīmi" ranei. Uaki i te utu o te hua, kia whakarato ngā kōwhiringa mo te momo o takere tohatoha, te taea o tuku pä.

Point o hoko

Tīpakonga o wahi o tohatoha o taonga - he āhuatanga nui o te ahumahi hokohoko-ranunga. e tenei kōwhiringa wahi i runga i te pūtake o te tātari tino o te whanonga kiritaki. E mea titauhia i roto i te akoranga o te ako ki te tautuhi i te wahi i reira e waiho ai tino watea ki te kiritaki ki te hanga i te hoko. hoko whakahaere, me ētahi atu tikanga o whakatairanga hoko, kia pana i te tangata ki te hoko. Ko te tukanga mō te hoko i te hua kia tino māmā me te nohopuku, e kore e te kiritaki noho te rota o te kaha ki te hanga i te hoko. I roto i te whakawhanake rautaki hokohoko, te tāutu i kapinga mākete me takere tohatoha. Ko te hoki te reira i te wahi nui o te whakahaere hoko ko te pūnaha o te hokohoko (pānuitanga i runga i ngā o hoko, tae atu ki te whakaatu o taonga, te huru me te whakatere i roto i te taonga).

whakatairanga

Marketing ranunga - ko tenei te mea e tino noa e pā ana ki te whakatairanga. Oia mau, te whakatairanga, ko te wāhanga tino o te ranunga hokohoko. Ko te tikanga ki te wehewehe e wha ngā rōpū o taputapu tona hanganga: pānuitanga, tikanga o hoko whakatairanga, PR, hoko tika. E whakamahia ana ēnei moni i roto i te huinga, whakaoti i te whāinga wā-roa, me te wā-poto. Advertising me te whakatairanga hoko te nuinga o whakarato hua tere, PR ko te hangarau taumata-iti, me te hanga i te pānga whakaroa. tikanga Matatini o te whakatairanga mohio te i roto i te puka o te kamupene rautaki pāpāho. Hoki B2B me B2C hokohoko, mā te whakamahi i ngā taputapu.

Utauta hokohoko

Marketing ranunga - ko reira he mahere o te mahi, e kore e whakataka te mahi take ranei rite faufaa. titau ia huānga o te matatini te mahi hokohoko lelei mo, me te āta. hanga taputapu hokohoko Basic ake te kaupapa here hokohoko, utu, hua me te kōrero o te hinonga. I tua atu ki te ranunga hokohoko i reira ko te ariā o te ranunga pāpāho - he matatini o tikanga o whakatairanga hua i roto i te taiao kōrero. Kei roto i tēnei pānuitanga tika i roto i te pāpāho (reo irirangi, pouaka whakaata, me ētahi atu), hui marketing, me ngā whakatairanga, pānuitanga i runga i te Ipurangi.